Promotional video production can be an overwhelming experience for someone who’s not familiar with the process. Take a deep breath; while producing a commercial may seem overwhelming at first, it can actually be a very enjoyable experience. Like most things in life, the more you do it, the easier it becomes. To try and help build your confidence, here are the five most frequent questions we hear from clients:

1) HOW MUCH DOES IT COST?

Producing a commercial can range anywhere from hundreds of dollars to over a million dollars. Both of those numbers are obviously extremes. Let’s use a car analogy here, would you like to buy the Tato Nano (the world’s cheapest car) or the Lamborghini Reventon (the world’s most expensive car)?

We’ve found the best way to determine a budget is to show a variety of examples of our work in creative video services. From those examples a client will usually find one that he or she can say, “That’s what I like and that’s what I can afford.”

2) WHAT SHOULD WE SAY?

I was raised in a grocery store. One of my early lessons learned was that you cannot put five pounds of onions in a three pound bag. Translation: keep it simple. The reality is that a viewer will take only one message from your commercial. Don’t overload your bag, uh, commercial.

3) SHOULD WE USE HUMOR OR BE STRAIGHT?

As a college freshman I received an A+ on my first speech of the semester. It was a funny speech and I don’t remember the topic, but I do remember my professor’s note that came with the grade. He wrote, “Comedy is like love, fleeting in the beginning and volatile in the end.” In short, you might be funny once, but it’s hard to continually be funny. You should approach being funny with the same level of care used by a tightrope walker. It’s hard to do, but if you pull it off you’ve done something very special.

4) DO YOU RECOMMEND USING A SPOKESPERSON?

A spokesperson can legitimize your business and bring credibility. A spokesperson can also hurt your business. Sound confusing? Much like humor, a spokesperson’s effectiveness can go either way. The number of business owners who can serve as their own spokesperson is a much smaller number than those who think they can perform the role. Just because you sleep in a garage doesn’t make you a car, and just because you own a car dealership doesn’t make you a car spokesperson. We’ve all see painful examples of well-intentioned dealers pitching their products. It doesn’t work.

Here’s an example of a restaurant owner we know who does a wonderful job of serving as his restaurant’s spokesperson. It works because he’s honest, he’s passionate, and he’s totally unscripted.

5) HOW LONG DOES IT TAKE TO PRODUCE A COMMERCIAL?

The average production time can last anywhere from days to weeks. Depending on the level of complexity and number of different locations, a commercial can normally be produced and ready for use in three to six weeks.

These are just a few of the questions that we receive when meeting or speaking with clients. If you have questions about our digital video production company and how we can help you, please feel free to contact us.